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| 研究生： |
盧春麗 Siriyontakan, Thidarat |
|---|---|
| 論文名稱： |
將行動裝置運用在咖啡廳營運之商業計畫 “Mobile Application: Caffeinated” Business Plan |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2016 |
| 畢業學年度： | 104 |
| 語文別： | 英文 |
| 論文頁數： | 45 |
| 中文關鍵詞： | 行動裝置 、商業計畫 |
| 外文關鍵詞： | Mobile Application, Business Plan |
| 相關次數： | 點閱：63 下載：43 |
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This is the business plan proposed by Caffeinated Co., Ltd., founded in Thailand by family Siriyontakan. The aim of this business plan is to elaborate on the idea of how to build up a business model around the passion of the co-founder, Miss Thidarat Siriyontakan, which are mobile application and coffee drinking.
Although the coffee industry in Thailand is not as big as in the United States or Japan, but the trend is going stronger each day. Consumers do not only consider coffee as energy sources to keep them awake, but they start to enjoy more of its rich flavor and the experience that comes with coffee drinking. This group of people is willing to pay higher to have better or unique experience. Hence, we can see more and more coffee houses starting up around the city competing against each other or trying to survive against big chains like Starbuck’s coffee shop.
The revenue margin of running a coffee shop is not as high as before as the competition is the market is getting higher, so our company is looking for an alternative business model to make profitable income in this industry.
As more and more consumers are moving towards the online platform to receive services or purchase products, there are many opportunities still available to tap on. That is the reason why our company is looking forward to create a service platform that brings convenience to consumers through their mobile phones and connect the local businesses with those consumers. We will develop a mobile application to help promoting local coffee houses to those coffee drinkers all around Bangkok and eventually around the country.
Chapter 1: The Company 1
1.1 Executive Summary 1
1.2 Company Description 1
• Company Overview 2
• Vision Statement 2
• Mission Statement 3
1.3 Product and Service Description 3
1.4 Company Ownership and Management Team 5
1.5 Location 6
Chapter 2: Market Industry Background 7
2.1 Thailand Demographics and Economy 7
2.2 Mobile Market Information 9
2.3 Coffee Market Information 11
Chapter 3: Opportunity Analysis 15
3.1 SWOT Analysis 15
3.2 Customer Segment 16
Chapter 4: Business Strategy 17
4.1 Marketing Plan 17
• Product Strategy 17
• Place/ Distribution Strategy 17
• Price Strategy 25
• Promotion Strategy 28
4.2 Operation Plan 32
4.3 Growth Plan 34
Chapter 5: Financial Plan 36
5.1 Cost of Production 36
5.2 Income Projection 37
5.3 Cash Flow and Break Even Analysis 38
References 45
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• Fair Trade International, New Premium, Minimum Price and Trade Standards in Coffee, http://www.fairtrade.net/
• Zephoria, The Top 20 Valuable Facebook Statistics – Updated October 2014, https://zephoria.com/social-media/top-15-valuable-facebook-statistics/
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• Marketing Unwired, THAI COFFEE CHAIN WAKES SLEEPY DRIVERS WITH AN APP, http://marketingunwired.com/1910/thai-coffee-chain-wakes-sleepy-drivers-with-an-app/
• Statista, The Statistic Portal, http://www.statista.com/statistics/314998/thailand-total-coffee-consumption/
• The Revenue Department, Corporate Income Tax, http://www.rd.go.th/publish/6044.0.html
• Adecco, Adecco Thailand Salary Guide (2015), http://www.adecco.co.th/
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